Culture and Chinese public relations: A multi-method "inside out" approach

Ai Zhang, Hongmei Shen, Hua Jiang

Research output: Contribution to journalArticlepeer-review

15 Scopus citations


This study adopts an "inside out" approach to examine contemporary Chinese public relations and culture's effect on it, based on an analysis of the top 15 domestic Chinese public relations agencies' Web sites and 17 in-depth interviews of public relations professionals from multinationals operating in mainland China. Results indicate an emerging trend of Chinese strategic management and a new understanding of guanxi as an ongoing process of one-on-one bonding.

Original languageEnglish (US)
Pages (from-to)226-231
Number of pages6
JournalPublic Relations Review
Issue number3
StatePublished - Sep 2009
Externally publishedYes


  • Chinese public relations
  • Culture
  • Guanxi
  • Relationship

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing


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